Marketing Review - Spring 2008 - (Page 43)

Green. He says the dynamics of communities are key, and by figuring out what makes them work you can develop a business model to deliver back to the world. By looking for the “community who talks to the same people you do,” you can tap into resources and leverage relationships”, as he’s done by establishing a lead generating partnership with a promotional products company with over 700 sales reps and sales of $25 billion. Tyre predicts that as the star and diamond system becomes outmoded, viral marketing will supersede the professional ratings as the consumer vanguard. He says the experience of fellow travelers, not the measures of a dated checklist by a professional reviewer, is going to continue to drive guest perceptions. “To go forward with a plan and spend wisely, it’s necessary to understand all the options and choose the best ones to meet both short term and long term goals,” suggests Fields. “Distinguishing between the artistry of the design and the technology, and how to integrate the two is important.” She notes that often Web sites are created by technology pros who don’t understand the nuance of marketing, and many times marketing professionals design from a visual perspective without considering how key technical components can drive demand.” Rach sees the mobile online environment as the distribution channel. “Just when the hospitality and tourism industry gained a comfort level with the traditional online channel, ‘techmobility’ takes center stage. Consumers are on the move and they demand that technology, information, connections come with and to them, hence techmobility. For any tourism business, flexibility and adaptability are critical to future success.” Extraordinary Minds T. BLAKE DANNER, CHME Senior Vice President of Sales MORGANS HOTEL GROUP New York, New York 25 MIKE J. FIORENTINO General Manager THE UNCONVENTION CENTER/PIER 94/ENK INTERNATIONAL Washington, D.C. TRACY L. FAIRMAN Chief Operating Officer E-PRODIRECT/MEETINGMART Boca Raton, Florida KARMELA GAFFNEY Managing Director, eCommerce, Advertising and Creative Services BEST WESTERN INTERNATIONAL Phoenix, Arizona JOHN FAREED, CHME Partner FAREED ZAPALA KOEPKE, LLC Orlando, Florida Sales and Marketing Strategies Pursuing the latest and greatest innovations and initiatives makes smart marketing sense. However, it’s often the basic principles and practices that are overlooked. As Hampton notes: “The foundation for success continues to be maintaining a focus on the basics: offering a quality product, establishing a good price/value relationship, fostering solid customer relationships, communicating through targeted media, and maintaining consistent delivery on promises made to customers.” “We depend too much on hi-tech communication,” offers Christopher R. Perry, vice president, hotel sales and marketing, Mohegan Sun. “All customers want is someone who takes the time to know who they are SPRING 2008 • HSMAI MARKETING REVIEW RANDY A. GARFIELD President THE WALT DISNEY TRAVEL COMPANY Lake Buena Vista, Florida BRENDA G. FIELDS Founder FIELDS AND COMPANY Millerton, New York 43

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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